Electric cars are expensive and impractical. It can be perceived as fatal for every brand except the brands which were expensive and impractical all the way in their history. One of it is luxurious Jaguar. The owner of the car have traditionally been somewhat tolerant with the off the cliff cost and fuel consumption. So it fits well into the business logic to try to catch the electric car frenzy. Jaguar Land Rover invests hundreds of millions of pounds in the production of electric and hybrid cars in the UK. The car manufacturer wants to make an electrical version of all models. There were already plans to make an electric version of the iconic E-type. And in Castle Bromwich, a suburb of Birmingham, the originally British brand now wants to produce the first electric Jaguar XJ. Earlier this year, the Indian subsidiary Tata Motors already announced the establishment of a battery assembly line in the UK. According to the manufacturer, the investment also provides security for thousands of jobs. That is very welcome at a time when the British car industry is suffering from Brexit worries. The announcement comes after a difficult period for Jaguar Land Rover. The company wants to cut 4500 jobs worldwide and recorded a substantial loss last year. British trade minister Greg Clark calls the new investment a sign of confidence in the British car industry. He was hit hard in recent months. For example, car production plummeted in April due to uncertainty about the Brexit. The American company Ford Motor also announced it would close its factory in the city of Bridgend in Wales last month.
